Real-sized and proportioned dummies were hung from the subway’s ceiling and from billboards. In the press we could see the “hanging man” in copy ads and in buses’ rear windows. In open TV we got well-known personalities to literally hang themselves upside down, only with a few drops of Loctite Super Bonder on their shoes, thus granting the product an unquestionable vote of confidence.

The campaign, which only lasted a month, was so strong that it generated immediate results in Loctite Super Bonder’s sales, exceeding all clients’ sales objectives, increasing over 200%.It also generated a strong word-of-mouth effect that even resulted in press coverage for the campaign.